MASK has launched for COURIR, the leading sports shoe retailer in France, its first viral campaign on the internet with a website and a film dedicated to the Everyday Sneakers movement and its leader Mr. Takeshi Mushido.The objective was to implant the concept of leadership into the 18-25 years segment in order to consolidate COURIR business position.

This viral campaign was amplified by guerilla actions (street demonstrations broadcasted on primetime TV) and strategic mailing to the top 50 French CEOs.